Craft magnetic ad copy that compels clicks and conversions. Learn the secrets to writing high-performing fashion ads in 2024. Remember the glorious days of fashion shows?
The hushed anticipation, the whispered “oohs” and “aahs”? Well, in today’s digital realm, the runway is your ad, and the applause comes in the form of clicks and conversions.
But crafting fashion ad copy that stops the scroll and ignites the “buy now” button? That’s an art form, and we’re here to spill the beans on how to do it right.
Step 1: You need a Muse
Before any brushstroke, an artist needs a muse, i.e. before you start creating (in this case, writing ad copy), you need inspiration.
Forget faceless demographics! Define your audience:
Who are they?
What makes them tick?
Are they a chic minimalist or a boho queen?
Understanding their desires, insecurities, and even their inner monologues is key to crafting copy that resonates like a perfectly fitted garment.
Step 2: The Hook that Hangs Them
Forget generic clichés or vague promises. Grab attention with emotional triggers, intriguing questions, or unexpected comparisons.
Think “From Runway to Reality: Wear Confidence” or “Unlock Your Inner Bombshell: This Dress is Calling Your Name.” Remember, curiosity killed the scroll, not the cat.
Words are your paintbrush, descriptions, your masterpiece. Don’t just list features, evoke an experience.
Let them feel the silk caress their skin, hear the whispered compliments as they walk by. Use sensory language, rich metaphors, and vivid imagery to transport them.
Don’t tell them it’s a dress, tell them it’s a confidence boost, a night to remember, or something they deserve (remember L’Oreal’s iconic slogan “Because you’re worth it”).
Step 4: Irresistible Call to Action
Guide them to the checkout with clear, compelling calls to action. Don’t just say “Shop Now,” consider “Unleash Your Inner Icon” or “Limited Time Offer: Steal the Spotlight.”
Make it feel like an exclusive invitation, a deal just for them.
Bonus Tip: Sprinkle in some trends, but don’t drown in them. A hint of “athleisure-inspired” or “eco-conscious fabrics” adds modern appeal without sacrificing your unique voice.
Step 5: The Social Buzz
Fashion thrives on conversation, and social media is your megaphone. Tailor your ad copy for each platform, understanding its unique rhythm and language.
For example, Twitter demands wit and brevity, Instagram craves visual storytelling, and TikTok lives for trends and challenges.
Ready for a final secret?
Track your analytics like a hawk, understanding what resonates, what flops, and where to fine-tune your message.
Experiment with A/B testing different headlines, visuals, and calls to action. Remember, data is your backstage pass to audience desires, use it to refine your performance and keep the applause rolling.
You can also use Plumfind, to get an idea of how your competitors are doing it.
So, there you have it! The secrets to crafting ad copy that sizzles, sells, and steals the spotlight in 2024 and beyond.
Remember, to tell a story, evoke emotions, and make them crave the feeling your clothes offer. With a dash of audience insight, a sprinkle of headline magic, and a generous dollop of vivid description, you’ll be crafting ad copy that turns browsers into buyers and your digital runway into a catwalk of conversions.
Now go forth, fashionistas, and write your ad copies!
Natasha is our Social Media Manager, a law student, and marketing enthusiast. She loves strategizing different methods to get results. A big fan of startups and their psychological aspects. She loves to travel and interact with locals to know the history of those places. She lives in Jaipur, India.
We love single-page applications: they can be incredibly fast and offer a wonderful user experience. As developers, we love challenges, but one thing we didn’t see coming was the difficulty of Google Tag Manager with React applications. Here’s a quick guide on configuring your tags and triggers, hopefully it will save you some time. Spoiler alert: our solution is based on the “Custom Event” trigger in Google Tag Manager.
Your step-by-step implementation guide
Step 1: Installing GTM
We will start with installing an essential Javascript module called “react-gtm-module”. Go to your React based app project directory; enter “npm install react-gtm-module-save” in the terminal and install the GTM module for React based apps. If you haven’t used package managers before, check out this link.
Step 2: Configure your index.js file
Next, you should insert the statement “import TagManager from ‘react-gtm-module’”in your “index.js” file which allows your app to initialize the Google Tag Manager module that we installed in the first step. Below the import code line insert a code snippet right above the ReactDOM.render section (as shown below) and don’t forget to replace ‘GTM-XXXXXXX’ with your own app’s GMT Container ID:
Once you complete this step, your Google Tag Manager is able to track pageviews on all your app pages. You may say “This sounds great! We’re all done here.”, but unfortunately, this basic configuration is not enough. You still need to customize the tags and triggers for pageviews and events in your app.
Step 3: Tracking pageviews and specific events
The default GTM pageview trigger is fired only on page load. It won’t fire again unless you refresh the page. This is because React renders each page component separately: switching between different pages means re-rendering some of the React components, instead of reloading the whole page.
If you would like to track all the “history” of users, please read the section on “How to track pageviews”. If you’re interested in tracking specific events, such as button or link clicks, please refer to the section on “How to track specific event(s)”.
How to track specific event(s):
To track a button click or a link in your app, go to your code where you add the button. In the “ onClick ” method, use the window.dataLayer.push command to send your custom event to a GTM datalayer (if you’re new to datalayers, here’s a good explanation from Google). Here’s a code snippet that can help you. Just replace ‘buyNow’or ‘button-click’ with your own event name that matches your GTM trigger configuration:
Of course you can customize the “Category”, “Action” and “Label” fields to match your needs. we just used the button name here.
To set up the corresponding trigger, please see below screenshot for an example:
Again, you should customize the “Event name” field, but you need to make sure that it is identical to the event name that you added to the “onClick” method in the code snippet.
Pro tip: “The value of the event variable in your onClick method must match the name of your GTM trigger.”
How to track history pageviews on all pages:
Normally, tracking pageviews is one of the easiest things to do in GTM. Add a base tag for Google Analytics, pair it with an “All Pages” trigger, and you’re done. However, React and other single-page applications require a bit more work. To track pageviews, you can use the “History Change” trigger.
You can select any tag name you’d like, but make sure that the Google Analytics Settings variable matches the GA3 or GA4 Tracking ID of your own app project. Please note that, if you use the “All Pages” trigger, the trigger will only fire once, unless users refresh the page. That’s why we use the “History Change” trigger instead.
To set up the corresponding trigger you can use the configuration below:
How to track a specified page:
To track the pageviews of specified pages, you can configure the tag and trigger in a similar way as you did to track pageviews on all pages.
Here’s an example of the trigger configuration:
Here we use “This trigger fires on” “Page URL” “contains” “/solar/discover” to track visit history of the page that has “/solar/discover” in the URL path. Just change the path to match the URL of a specific page on your website if you’d like the tag to fire only on that page.
Congratulations! You now have a robust and easy way to use GTM in your single-page applications. If you found this guide useful, please share Plumfind Academy with your friends and colleagues. S ign up to our “Plum Friends” emails for more tips, guides and best practices on analytics. Thanks for reading!
Jingfei is our software engineer. She can magically convert our craziest ideas into well-optimized chunks of code. Her unbounded energy and can-do attitude keep our technical teams running like a well-oiled machine. We suspect that the source of her energy is the classics: she loves opera, her favorite composer is Mozart and in another life, she could have easily been an archeologist. She lives in Montreal, Canada.
Sasa is our software engineer, but she does so much more than coding. With a double major in computer science and business, she can connect all the dots and bits that lead to an amazing user experience. Software is not her only passion, mind you. She is an avid pastry chef and a keen hiker. She lives in Montreal, Canada.
There’s a new kid in town when it comes to measuring web interactions. Ladies and gentlemen, please say hi to Google Analytics 4. Most of our clients wanted to know if they should switch to GA4 from Universal Analytics (we’ll just call it GA3 from now on). To help them and to help our community, we decided to prepare this guide. Now, if you’re in a huge rush, because you have to finish binge watching that show on Netflix, here’s the quick answer:
Our recommendation: No need to rush, but you should start experimenting with GA4. Just add it to your site and let it start collecting data. It will play nicely with your current Google Analytics setup and will give you plenty of options for a privacy-obsessed future.
For those of you who would like to learn more about GA4 and its quirky new way of measuring digital footprints, here are some more juicy details.
Top-level summary:
GA4 is the latest version of Google’s analytics solution. This time, it combines tracking web and app traffic analysis.
In addition to a very significant change in user interface, GA4 also brings a brand new way to track user interactions on your website. Google is clearly trying to “future proof” analytics for a future where user privacy considerations may severely limit the use of some existing technologies (e.g., cookies).
Despite reports to the contrary, Universal Analytics (GA3) is alive and well. Google will continue to support it for many years to come.
Google believes that “every company is a data company”[1] and many industry trends seem to be pointing to a data-centric world, where properly measuring user interactions will become a key competitive advantage.
Today, properly measuring user interactions on your website (or your mobile app) is one of the keys to success in digital marketing. Google Analytics is one of the most popular tools for measurement. In October 2020, this tool got a big upgrade: Google Analytics 4 is officially here.
GA4 is designed to collect details on your users while striking a good balance for privacy and security aspects. You can use it to track many useful pieces of data: your traffic volume, performance of your marketing channels and the trend of your key performance indicators. While there are many legitimate concerns regarding user privacy, we firmly believe that responsible collection and use of sampled data will help everyone, especially the users.
Without reliable and consistent data, improving user experience would be a lot harder. We are happy to see that Google is taking these concerns seriously.
In March 2020, Apple caused a major shock in the digital advertising industry with the release of their latest operating system. After this update, many Apple devices started blocking third-party cookies that are essential for advertisers to track the performance of their ad investments. We see this as a glimpse of our digital future: users gaining more control on how advertisers and tech companies track their browsing habits and interests.
So, there is a good reason why GA4 is built around a privacy-first design philosophy and we are happy to see that Google is taking user privacy concerns more seriously. The limitations on data granularity are still firmly in place (for example, you cannot get internet protocol level data, or harvest personally identifiable information). Google also seems to be getting ready for the day when cookies will be strictly limited (or entirely banned). Google’s advanced machine learning models will replace some of the information gathered using cookies.
So what’s new with Google Analytics 4?
Technically, Google Analytics 4 is not just the next version of Universal Analytics (GA3). The relationship between the two is a bit like upgrading to an electric model of your favorite automobile brand: it may look a bit similar, but it’s designed with a very different technology.
GA4 is an expanded and rebranded name for Google App + Web Analytics and it includes expanded predictive insights, deeper integration with Google Ads, cross – device measurement capabilities and more granular data controls [1]. GA4 uses the same tracking schema on both the web and app data, and this guarantees its reliability and robustness compared to what GA3 provides for cross-device and cross-platform tracking. However, GA3 has compelling attribution modeling capabilities via multi-channel funnels and attribution reports which make GA3 more powerful than GA4 in attribution modelling.
GA4 has a default built-in IP anonymization feature while in GA3 IP anonymization is opt in. GA3 tracks the IP address to determine the geolocation of a visitor. Having IP anonymization disabled, a visitor’s IP address is sent to Google Analytics servers by dropping the last 3 IP digits. Furthermore, GA4 is designed to adapt to a future with or without cookies or identifiers. As their-party cookies are phased out, GA4 includes modelling to help fill the gaps where data is incomplete, and this goes beyond cookies [3].
How does GA4 and GA3 (Universal Analytics) compare?
GA4
GA3 Universal Analytics
Property Identification
Measurement ID with the prefix ‘G-’
Tracking ID with the prefix ‘UA-’
Measurement principle
Events focused on user interactions
Sessions and hits
Key technology
Machine learning
Cookies
Primary use
Websites and apps
Websites
User privacy considerations
Cookie-less data collection; no IP addresses
No IP addresses
User interface
Simpler, but will probably bloat over time
So many choices. Where was that custom report thingy again?
For starters, we have a new naming convention for the analytics properties. GA3 uses tracking ID (beginning with letters ‘UA-’) for its hit tracking; instead, GA4 uses a measurement ID (with the prefix ‘G-’) for its event tracking. So whether or not you’re using Google Tag Manager for configuring Google Analytics, you’ll need to update the ID parameter.
In GA3, the data measurement model is session-based (a session is a group of user interactions or “hits” on a website which take place over a given timeframe). A session can contain multiple pageviews, events and ecommerce transactions. [1]). Google Analytics 4 uses a completely different way to track user actions and its data measurement model is event-driven. GA4 captures every interaction as an event, whereas GA3 captures every interaction as a hit within a given time frame.
In order to truly benefit from GA4, you’ll need to take a mental leap and forget about the concepts of pageviews and hits. Instead, we’ll all need to wrap our minds around the more flexible concept of events in GA4. The data in the GA4 reports is from events that are triggered as users interact with the website/app.
More on GA4 events and how to configure them
There are four categories of events in GA4:
Automatically collected events: are collected automatically with basic data collection
Enhanced measurement: are collected automatically if you have enabled enhanced measurement
Recommended events: are events that you implemented yourself, but that have predefined names and parameters
Custom events: are events that you name and implement yourself [2].
If you’re a regular user of events in GA, then we’ve got some good news for you: category-action-label-value schema is fully preserved in GA4. On top of these four standard data fields, you now have the option to send additional data to GA4 by using a much more flexible setup via custom event parameters.
So, what’s next?
GA4 data collection makes extensive use of machine learning to plug the gap when cookies suddenly vanish (cool stuff, isn’t it?). It is not clear when or even if cookies will entirely disappear. In the meantime, why not start experimenting with GA4? You can continue to rely on GA3 for your operational reporting needs and data analysis. Adding the GA4 option today will help you future-proof your analytics stack.
Clearly, our friends at Google are getting ready for a future when we’ll all have to live with a “less is more” approach to data collection. We just need to figure out what’s essential for our business, and structure our Google Analytics properties to measure that. And only that.
Do you need help with setting up GA4? Instead of dealing with data layers, would you much rather focus on a triple layer chocolate cake recipe? Give us a shout. We’ll help you with anything you need when it comes to Google Analytics. And maybe you’ll send us a piece of your cake.
Works Cited
J. Boon, “Google Analytics 4 (GA4) vs Universal Analytics – What’s the Difference?,” adapt, 26 01 2021. [Online]. Available:https://www.adaptworldwide.com/insights/2021/google-analytics-4-vs-universal-analytics-whats-the-difference. [Accessed 28 09 2021].
Google Analytics, “Analytics Help,” Google , [Online]. Available: https://support.google.com/analytics/answer/9322688?hl=en. [Accessed 28 09 2021].
J. Boon, “Google Analytics 4: What You Need to Know,” adapt, 22 10 2020. [Online]. Available: https://www.adaptworldwide.com/insights/2020/google-analytics-4-what-you-need-to-know. [Accessed 28 09 2021].
Oz is the founder of Plumfind. He is a huge fan of permission-based marketing and an ardent believer that marketing can be a force for good. He is determined to make digital marketing accessible to all entrepreneurs around the world. He lives in Montreal, Canada.
Boost Your Fashion E-commerce Conversion Rate! Turn window shoppers into paying customers. Explore powerful strategies to optimize your online store and skyrocket your sales. In the competitive world of fashion e-commerce, every click is precious. You’ve poured your heart into your online store, curated a stunning collection, and attracted visitors.
But the ultimate goal is turning those visitors into paying customers. So, how do you bridge the gap between browsing and buying?
The answer lies in conversion rate optimization (CRO) – the art and science of maximizing your online store’s ability to convert visitors into customers.
Why Focus on the Conversion Rate?
Before diving into the “how,” let’s explore the “why.” A higher conversion rate translates into:
Increased revenue: More conversions means more sales and a healthier bottom line.
Reduced marketing costs: The better your conversion rate, the less you have to spend in acquiring new customers.
Improved customer experience: A smooth, optimized purchase journey leads to happier customers and repeat business.
Valuable data insights: Understanding conversion roadblocks helps refine your strategy and personalize experiences.
Fashion E-commerce: Unique Conversion Challenges
While CRO principles apply broadly, fashion e-commerce presents unique challenges. Such as:
High reliance on visuals: Customers can’t physically touch or try on clothes, requiring high-quality images, videos, and size charts.
Impulse purchases: Fashion trends evolve quickly, and emotions often influence buying decisions.
Multiple purchase considerations: Sizing, fit, style, and occasion all play a role in the decision-making process.
Crafting the Perfect Conversion Pathway
Now, let’s unveil the secrets to optimizing your fashion e-commerce store for conversions:
Clearly displayed return policy: Offer a hassle-free return policy to reduce purchase anxieties and encourage exploration.
Security badges and certifications: Display security badges and trust certifications to assure customers of their data safety.
Live chat support: Offer live chat support during peak hours to answer questions and address concerns in real-time.
4. Personalization & Targeted Offers:
Product recommendations: Recommend products based on browsing history, past purchases, and similar styles.
Targeted promotions and discounts: Offer personalized discounts and promotions based on customer segments and preferences.
Email marketing campaigns: Develop targeted email campaigns highlighting products, trends, and exclusive offers relevant to specific customer groups.
Pop-ups and exit-intent offers: Utilize targeted pop-ups and exit-intent offers to incentivize purchases or capture abandoned carts.
5. A/B Testing & Data-Driven Decisions:
Test different product images, calls to action, and website layouts: A/B testing helps identify what resonates best with your audience.
Track key conversion metrics: Monitor cart abandonment rates, checkout completion rates, and conversion funnels to pinpoint areas for improvement.
Analyze customer feedback: Utilize surveys and feedback forms to understand customer pain points and preferences. (Try giving discounts to encourage participation)
Stay updated on industry trends: Keep abreast of evolving e-commerce best practices and adapt your strategies accordingly.
Want to increase your conversion rates without doing it all yourself? Connect with us at: Plumfind Agency
Use Dynamic pricing strategies: Implement data-driven dynamic pricing to optimize profitability while remaining competitive and offering value to customers.
Segmentation and targeted campaigns: Segment your audience based on demographics, purchase history, and browsing behavior to deliver personalized marketing messages and offers.
A/B Testing: The Continuous Journey of Improvement: Test different checkout processes: Experiment with streamlined checkout options like one-click purchase or social logins to reduce friction and abandonment rates.
And most importantly:
Don’t forget to optimize your call to action (CTA) buttons. Test different CTA wordings, colors, and placements to see what drives the most clicks and conversions.
Remember: Conversion rate optimization is a continuous journey, not a destination. By constantly analyzing data, experimenting, and adapting your strategies, you can transform your fashion e-commerce store into a haven for happy shoppers and a thriving business.
The fashion e-commerce landscape is dynamic, and staying ahead of the curve requires continuous learning and adaptation. By diligently implementing these advanced strategies, analyzing data, and prioritizing the customer experience, you can create a thriving online store that converts fleeting visits into loyal customers, transforming your fashion e-commerce dreams into a vibrant reality.
Are you still confused about how to do it all by yourself? Get in touch with Plumfind Agency! We can improve your brand’s conversion rates and sales with our Fashion ecommerce expertise.
Oz is the founder of Plumfind. He is a huge fan of permission-based marketing and an ardent believer that marketing can be a force for good. He is determined to make digital marketing accessible to all entrepreneurs around the world. He lives in Montreal, Canada.
